Product launches and activations

Engagement and disruption are the central elements of Mars Wrigley International Travel Retail’s (MITR) Lunar New Year promotions.

MITR is combining its global brands and exclusive releases with flexible display options in the campaign. The company said it was aiming to interrupt the shopper journey across all major airports in Asia, including those in Beijing, Singapore, Kuala Lumpur and Bangkok, during the holiday period.

Gifting is the key driver and MITR’s hero gifting format, the Celebrations Casket, with a dedicated Chinese New Year sleeve, a key feature. Celebrations, which offers a combination of the world’s most famous chocolate brands including Mars, Bounty, Snickers and Galaxy, heads the campaign.

MITR said its dedicated Chinese New Year display can be scaled to fit any shopping space. The concept targets Chinese travellers by reflecting core Chinese traditions and values and offers a 360-degree shopper experience which encourages customer engagement.

“About 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year holiday and this represents an unparalleled opportunity to grow the category and drive incremental sales,” said Mars Wrigley International Travel Retail Category Director Raghav Rekhi.

“But that can only be done with products and promotions which are properly crafted and targeted to meet the wishes and needs of our customers, so we are very excited to answer their needs.”

L’Oréal-owned New York skincare brand Kiehl’s is welcoming the Year of the Rat by unveiling its new ‘Lunar New Year’ pop-up concept in partnership with The Shilla Duty Free at Singapore Changi Airport.

Created exclusively for the airport, the Kiehl’s Lunar New Year pop-up is located at the T3 Departure Hall and runs until 9 February.

The eye-catching pop-up, decked in festive hues of red, features an engaging retail experience that invites guests to explore Kiehl’s bestselling products through various digital touchpoints. Once they step inside the pop-up, guests are greeted with life-sized cutouts illustrated by Australia-based artist Eirian Chapman. It also offers plenty of photo opportunities, gamification elements, and a playful visual introduction to Kiehl’s.

One of the highlights is the ‘Make a Wish’ New Year Wishing Booth, where guests can take photos with a larger-than-life replica of the 2020 CNY limited edition Kiehl’s Ultra Face Cream. Visitors can write their Lunar New Year blessings on an interactive digital screen, personalise it with colours and stickers, and share it with family and friends.

As an added gamification element, travellers can also try their hand at the ‘Tap Tap The Rat’ corner, where they can win attractive Kiehl’s prizes.

The immersive Kiehl’s journey concludes at the Chinese Calligraphy table, where travellers can view a selection of blessings and take them away as mementos. They can opt to have their favourite messages hand-written by an on-site calligrapher, or write their own ‘Fai Chun’ with customised practice sheets provided at the activity station.

Shiseido-owned prestige brands Clé de Peau Beauté and NARS have unveiled limited edition Lunar New Year collections that feature red and gold designs.

Clé de Peau Beauté has collaborated with Icelandic artist Kristjana Williams to create a print for the Lunar New Year. Her design marries the brand’s signature key motif with traditional seasonal symbols including butterflies, peony flowers and cherry blossoms. The design is showcased on the limited-edition sleeves of Clé de Peau Beauté’s travel retail exclusive The Serum 100ml.

Clé de Peau Beauté is also marking the tenth anniversary of its popular lipstick shade Legend Red #103 with a limited-edition Legend Color Collection featuring four different lip finishes.

Available in Asia Pacific travel retail, the new range is presented in striking red packaging and features Lipstick Cashmere, Radiant Liquid Rough Shine, Refined Lip Luminizer and Radiant Lip Gloss.

The NARS Chinese New Year Collection offers a selection of the brand’s best-selling ‘cult classics’. Launching in Asia Pacific, Europe, the Middle East and Africa, the range is presented in glossy-red packaging etched with gold.

It includes Light Reflecting Setting Powder, which is designed to enhance the look and feel of wearing foundation, and Singapore Quad Eyeshadow in four colours: Sparkling Pale Gold, Sparkling Metallic Brass, Shimmering Deep Rust Red and Sparkling Antiqued Bronze.

Whyte & Mackay whisky brand The Dalmore has unveiled two limited edition releases.

The first is a 28 year old special edition single malt whisky. It has been matured in American white oak ex-bourbon casks and Graham’s Tawny Port pipes. Only 1,300 bottles have been created, with 300 available exclusively in Asia travel retail. The 70cl bottle, at 51.8% abv, is priced at US$1,800.

Whyte & Mackay has also released a special edition pack for The Dalmore King Alexander III edition. The sleeve is available in major airports globally.

The releases are being supported by an activation campaign, with dedicated in-store stands positioned in airports across the world and a complementary presence on social media. The campaign is featuring at airports including Taoyuan, Singapore Changi, Hong Kong International, Vietnam, Macau, China, Dubai International and London Heathrow Terminal 3.